Inside the Jury Room: Asia Celebrates the Best of Creative Storytelling
The final regional judging session of this year’s Immortal Awards brought together a distinguished panel of creative leaders from across Asia.
The session featured jurors from diverse markets, including Japan, India, China, and South Korea.
The jury included Yasushi Arikawa (VML and Ogilvy Japan), Alice Chou (Dentsu Creative Taiwan), Emma Daines (Fin Design + Effects), Tara Ford (The Monkeys and Accenture Song Asia and LATAM), Kitty Lun (META Greater China), Vasudha Misra (Lowe Lintas), Eugene Park (Cheil Worldwide Seoul), Nikhil Sandhu (TikTok SEA), and Sompat Trisadikun (Grey Thailand).
They evaluated submissions from across the region, applying the Immortal Awards’ rigorous criteria to choose work that is truly ‘immortal’.
The focus was identifying campaigns that transcend trends and categories to achieve timeless creativity and global impact.
Nineteen shortlisted projects were presented, each representing their respective markets' unique cultural and creative perspectives.
After intense deliberation, the panel selected nine campaigns as finalists to advance to the global round.
The jury debated the elements that make a campaign truly “immortal”, highlighting innovation, craft, and emotional resonance as critical factors.
Kitty Lun highlighted the region’s diversity. “It’s amazing to see how different cultural insights shaped the work – the stories weren’t just creative; they were deeply personal and impactful,” she said.
There was also a shared admiration for the storytelling prowess evident in the campaigns.
Yasushi Arikawa said, “It’s always fascinating to see how ideas can be both local and universal at the same time. This balance is what makes them timeless.”
The Immortal Awards 2024 Asia finalists are:
Apple - Shot on iPhone | Little Garlic (submitted by TBWA\ Media Arts Lab Shanghai)
"This campaign is my favourite," said Vasudha Misra. "It portrays beauty and self-acceptance in a refreshing way, using superpowers to tell the story. The execution is brilliant, engaging viewers throughout its length."
Eugene Park added the "film moved me to tears.
"It’s heartfelt, beautifully executed, and avoids cheesiness. The direction, acting, and art design are top-notch, making it deeply emotional,” he said.
Tara Ford agreed, noting, “it’s a beautifully engaging product demonstration.”
"The film highlights the iPhone’s camera capabilities in a way that feels seamless and emotionally resonant,” she said.
Yasushi Arikawa praised that "the story emphasises human connection and beauty while showcasing the power of photography and video. It’s a touching narrative that resonates strongly."
The line, ‘You are enough,’ “really stood out” to Nikhil Sandhu.
"It’s a powerful message for today’s youth, who face immense insecurities. The campaign reinforces self-worth wonderfully."
Ingu - INGU 7 Moms (submitted by VML Thailand)
Kitty Lun noted the idea is “brilliant”, and especially notable in such a “tough category.”
"The story is captivating, unpredictable, and very original, making it a strong contender,” she said.
“It holds the audience’s attention and is truly amazing."
Sompat Trisadikun observed, “Talking about the product in a fun and memorable way is incredibly challenging, but this campaign achieves it brilliantly.
"The team had to navigate strict regulations like FDA approval and still found a clever way to deliver the message. It’s a standout campaign for this category in Thailand."
Wincafe - SleepBound (submitted by Dentsu Creative Taiwan)
"The acting is excellent, and the product's unique qualities — waking you up, crisp and clear — are effectively communicated through the film," said Yasushi Arikawa. "The craft is simple, easy to understand, and awesome."
Alice Chou added, "This is a simple yet powerful concept, showing the struggle of a clear mind controlling an awkward body.
"The awkward movements effectively express the refreshing qualities of canned coffee. It’s a very interesting execution."
Vaseline - Transition Body Lotion Case Study (submitted by Soldats)
"This is an interesting solution to a communications brief that ties seamlessly into the brand's DNA," said Tara Ford.
Kitty Lun agreed that "Vaseline has gone beyond expectations, setting a new standard for communicating and addressing LGBT issues.
"By developing this product, they support a social cause while enhancing the master brand. It achieves two goals: promoting inclusivity and increasing brand love."
Safari - Second Life (submitted by McCANN Tokyo)
"This is a fresh and beautifully executed piece that taps into a uniquely Japanese cultural phenomenon—the act of saying goodbye," said Tara Ford. "It’s thoughtful, engaging, and very well crafted."
Perfect Days - Days of Hirayama Perfect Days Official Site (submitted by Dentsu Inc.)
"The relationship between the film and the website is delightful," said Yasushi Arikawa. "The web technology beautifully supports the idea, making the entire experience stand out."
Motorola India - Deep Connect (submitted by Dentsu Creative India)
"This is a lovely idea where technology meets heart," said Vasudha Misra. "It’s beautifully executed, solving a real issue and making a significant impact on an often-overlooked audience."
Nikhil Sandhu added, "This is fantastic innovation that solves a social issue while showcasing the brand’s commitment.
"It’s a brilliant use of technology to address a deeply rooted problem."
HDFC Bank - Lulumelon EOSS (submitted by FCB Kinnect)
"This campaign is impactful, showcasing how technology can both help and harm," said Nikhil Sandhu. "It’s a well-crafted execution that educates people about the risks of clicking suspicious links. It’s the second phase of this initiative, and it’s been very effective."
Eugene Park noted, "I love the backwards-thinking approach of using scams to prevent scams. It’s smart and innovative."
Boonthavorn - Grand Pa (submitted by VML Thailand)
"I adore this campaign," said Eugene Park. "The twists are unexpected, and the storytelling keeps you in suspense until the end, where the concept becomes crystal clear. The actors’ performances add authenticity, making the film truly remarkable."
